Facebook “dark posts” are a useful tactic when promoting your Matcha blog content.
- What are “dark posts?”
- Promotion best practices
- How does A/B testing work?
- How are results measured?
What are “dark posts?”
Dark posting allows you to share stories with audiences in a specific city, state, or region without having to post directly to your Facebook wall. Dark posts do not have to appear on a Page wall, yet they may reach audiences on Facebook in the newsfeed (with very precise targeting and messaging).
You can have multiple posts live at the same time targeting different audiences in order to optimize for the posts, photos, and copy that resonate the most with a reader. For example for this piece produced for Marmot, dark posts were used to create multiple ads that targeted different audiences. Those were optimized for the post that performed the best.
For more information about Facebook Ads, visit this page.
Promotion best practices
- Use dark posting rather than organic page posts. Dark posting is a more cost effective way to reach your audience and provides better analytics and audience insights. It also allows you to perform A/B testing for your ads.
- Try a “winner takes all” optimization approach. You’ll be able to put more budget behind the stories that are resonating with your audience most.
- Choose a campaign objective that aligns with your overall marketing goals and budget - For instance, a small brand looking to get their name out there could benefit from an impression campaign to start. Facebook provides a wealth of information for helping you determine your advertising goals.
- Leverage the audience insights from previous promotions when starting a new campaign. Digging into past campaigns determine which demographic and geographic targets performed the best can help drive more cost-effective results moving forward.
- Consider experimenting with Lookalike audiences. Once your website and social account have developed a steady following, you can create automated Lookalike audiences to target more people who are similar to those already engaged with your content. Facebook provides a wealth of information about the different ways to create and leverage Lookalike audiences.
How does A/B testing work?
Since dark posts don’t appear on your Page wall, you can test different ad creatives (headlines, copy, photography, etc.) without exhausting your followers.
In most cases, Facebook can automatically optimize towards the combinations that are resonating most with your audience. This brings down costs and delivers the most relevant content to your audience.
With dark posts, you can also A/B test different audience targeting: age, interests, and geographic locations, and other key demographics. This will enable you to determine who your content is most relevant to (and who is most cost effective to reach, if that’s a priority for you).
How are results measured?
Facebook dark posting allows you to measure and track your campaign performance with analytics such as cost per click (CPC), click through rate (CTR), impressions, reach, video views, post engagements, cost per engagement (CPE), and more.
Detailed audience insights are available through Facebook as well, allowing you to see which segments of the audience responded best to your ads.For more information about measuring the results of Facebook ads, visit this page.